内蒙古蒙药企业品牌化发展行业环境分析及实施对策

Environmental Analysis and Countermeasure for the Brand Development of Mongolian Medicine Enterprise in Inner Mongolia

蒙药既是蒙古族几千年来传承下来的民族瑰宝,也是蒙古族的文化精髓和自然科学遗产,更是蒙古族人民自古以来赖以生存的基础。蒙药具有"生、猛、简、廉、绿色"的特点,这些特点正符合当今世界的"回归自然、崇尚绿色"的趋势,为蒙医产业化发展提供了极好的机遇。在对内蒙古重点蒙药企业进行调研的基础上,客观分析蒙药企业的行业环境,并总结内部的优势和劣势以及外部面临的机遇和威胁,进而提出蒙药企业品牌化发展的战略建议,为促进蒙药产业发展提供科学依据。

Mongolian medicine is a national treasure inherited by the Mongolians for thousands of years.It is the essence of the Mongolian culture and the natural science heritage and it is the foundation of the Mongolian people’s survival since ancient times.Mongolian medicine has“raw,fierce,simple,cheap,green”characteristics and these characteristics cater to the“returning to nature,advocating green”in present world.It provides an excellent opportunity for the development of Mongolian medicine industrialization.Through the investigation and research of Mongolian medicine enterprise,it objectively analyzes the industrial environment of Mongolian medicine enterprises and summarizes strengths,weaknesses,opportunities and threats.This paper also puts forward strategic suggestions to promote the development of Mongolian medicine industry.